Lily's Kitchen
- Company typePrivate
- Founded2008
- HeadquartersLondon, United Kingdom
- Headcount101–250
- GTM typeB2C
- OfferingHardware or Manufacturing
What Lily's Kitchen does
Lily's Kitchen is a UK-headquartered natural pet food company founded by Henrietta, producing formulated wet and dry food, treats, dental chews, and supplements for dogs and cats. The product portfolio spans life stages (puppy/kitten, adult, senior) and specialty diets including grain-free, organic certified, novel protein (lamb, venison, wild boar, duck), sensitive stomach, sensitive skin, and vegan/vegetarian options. Formulations emphasize proper meat and offal as primary ingredients, exclude meat meal, and are positioned as complete and balanced nutrition supported by veterinary input including a partnership with Rory the Vet.
Lily's Kitchen firmographics
Firmographics- Name
- Lily's Kitchen
- Legal name
- Lily's Kitchen Limited
- Website
- http://www.lilyskitchen.co.uk/
- Company type
- Private
- Founded year
- 2008
- Operating status
- Operating
- Headcount range
- 101–250 employees
- Ownership category
- akta.pro rank
Lily's Kitchen industry classification
Industry- Product category
- Premium Pet Food
- NAICS
- Dog and Cat Food Manufacturing (311111), Pet and Pet Supplies Retailers (459910)
- SIC
- Food And Kindred Products (2000)
- akta.pro primary industry
- Natural/Organic & Limited-Ingredient Diets (CRADAFAH)
- akta.pro secondary industries
- Wet & Canned Pet Food (AFADAFAB), Dry Pet Food (Kibble) (AFADAFAA), Pet Treats & Chews (AFADAFAF), Functional & Veterinary Diet Pet Food (CRADAFAF), Dry Kibble (Dog & Cat) (CRADAFAA)
Keywords
Where Lily's Kitchen is headquartered
LocationHeadquarters
- HQ city
- London
- HQ country
- United Kingdom
- HQ region
- Europe
Offices1 record
Markets served
Lily's Kitchen business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Marketing or Sales, Personnel, Operations, Others
Revenue model
- Direct Product Sales: Direct-to-consumer sales of wet food, dry food, treats, and accessories through the company's e-commerce website. Also distributes through major UK retailers including Tesco, Morrisons, and Waitrose.
- Subscription Service: Recurring subscription service for repeat orders of pet food products at customer-chosen frequencies, with 20% discount for subscribers.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Wet Dog Food |
| Unit Pricing | Pay-as-you-go | Dry Dog Food |
| Unit Pricing | Pay-as-you-go | Dog Treats |
| Unit Pricing | Pay-as-you-go | Wet Cat Food |
| Subscription | Monthly | Subscription Service |
| Freemium | One time | First Order Discount |
Go-to-market motion1 record
Distribution channels3 records
Marketing channels4 records
Lily's Kitchen product offering
Product offeringCore offering
Lily's Kitchen manufactures and sells premium natural pet food for dogs and cats, including wet food, dry food, treats, dental chews, and supplements. Products are made with proper meat, offal, and natural ingredients, with specialty options including grain-free, organic certified, novel protein, sensitive stomach, sensitive skin, vegan/vegetarian, and life-stage specific formulations (puppy/kitten, adult, senior). The company sells directly via its own e-commerce websites and through major UK supermarket retailers, and offers a recurring subscription service with 20% off.
Product overview
Lily's Kitchen is a UK-based natural pet food company offering a comprehensive portfolio of products for dogs and cats. The core offering consists of wet food and dry food made with natural ingredients, proper meat, offal and vegetables, free from meat meal. Products span multiple life stages (puppy/kitten, adult, senior) and specialty diets including grain-free, organic, novel protein, sensitive stomach, sensitive skin, and vegan/vegetarian options. Additional products include treats, dental chews, and a recently launched supplements and salmon oil range for dogs. The company operates a subscription service and sells bundles and trial packs. The portfolio emphasizes natural ingredients, complete nutrition, and grain-free recipes, positioning in the premium pet food segment.
Differentiator
Problem solved
Functional benefit
Products and services
- Wet Dog Food Complete wet food meals made with natural ingredients, proper meat and offal, free from meat meal, available in various proteins and textures for dogs.
- Dry Dog Food Nutritious and complete dry food made with natural ingredients, freshly prepared proper meat, offal and vegetables for dogs.
- Dog Treats and Snacks Natural treats and snacks made with proper meat, offal and nutritious ingredients, free from meat meal for dogs.
- Dog Dental Chews Daily dental chews with natural ingredients and a chewy bubbly texture that reaches the gumline for plaque reduction.
- Wet Cat Food Complete and balanced wet cat food made with proper meat, offal and natural ingredients in various textures including pâté, shredded fillets, and tasty cuts.
- Dry Cat Food Dry cat food made with proper meat, offal or fish, perfectly balanced and complete with essential nutrients.
- Cat Treats Natural cat treats made with proper meat, offal and fish to a grain-free recipe.
- Grain-Free Dog Food Grain-free recipes that are easily digestible, gentle and nourishing, ideal for dogs with sensitive tummies, skin or gluten intolerances.
- Organic Dog Food 100% certified organic dog food made with nutritious organic ingredients including proper meat, vegetables and herbs.
Quantifiable outcome
- Market position as key UK challenger brand in £4 billion grain-free pet food market
- +1 more outcomes
Companies that use Lily's Kitchen
Customer profileNamed customers1 record
Segments3 records
Ideal customer profiles1 record
Lily's Kitchen technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature5 records
Lily's Kitchen partnerships and signals
Strategic signalScale indicators5 records
Recent moves6 records
Expansion highlights6 records
Lily's Kitchen competitors and assessment
Company assessmentDirect peers
- Pooch & Mutt: UK challenger brand in natural/premium dog food, cited alongside Lily's Kitchen as a key UK grain-free pet food challenger. Directly comparable in positioning, target customer, and channel mix.
- Butternut Box: UK direct-to-consumer fresh dog food brand. Operates a subscription-led DTC model targeting premium, ingredient-conscious pet owners with cooked fresh meals; directly comparable customer base and GTM motion to Lily's Kitchen.
- Barking Heads: UK natural/premium pet food challenger brand with overlapping positioning on natural ingredients, no added sugar, and a similar price tier in UK grocery and DTC channels.
Broad incumbents
- Nestlé Purina: Lily's Kitchen's parent company and a global pet care incumbent. Portfolio includes Felix, Bakers, Gourmet and Purina ONE; competes with Lily's Kitchen on the same UK supermarket shelves in the premium tier while also enabling its distribution.
- Hill's Pet Nutrition: Global premium and veterinary diet pet food brand owned by Colgate-Palmolive. Competes in the same premium/specialty diet aisles as Lily's Kitchen (sensitive stomach, skin, life-stage nutrition) across the UK and Europe.
- Royal Canin: Premium and breed/life-stage-specific pet food brand owned by Mars. Overlaps with Lily's Kitchen on life-stage and functional nutrition SKUs and uses veterinary channel distribution that complements retail.
- Mars Petcare: Global pet care incumbent owning Pedigree, Whiskas, Royal Canin and others. A direct competitor on UK grocery shelves and a likely acquirer/integrator of premium challengers like Lily's Kitchen.
Emerging players
- Wellness Pet Company: Natural pet food brand (Wellness CORE, Complete Health) positioned in the natural/holistic segment with grain-free and limited-ingredient lines overlapping Lily's Kitchen's specialty diet offerings.
- The Farmer's Dog: US direct-to-consumer fresh dog food brand with a similar subscription-led, ingredient-transparent value proposition to Lily's Kitchen. Comparable business model though currently US-focused.
Regional players
- Symply Pet Food: UK natural pet food brand emphasizing natural, wholesome ingredients with overlapping target customer base. A smaller UK regional competitor with comparable positioning but lower brand awareness than Lily's Kitchen.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights7 records
Customer concentration
Lily's Kitchen social profiles
Digital presenceLily's Kitchen compliance and trust
Trust signalCompliance1 record
Lily's Kitchen financial estimates
Financial estimateRevenue estimate
Valuation estimate
Lily's Kitchen leadership team
Management profileNumber of profiles
Profiles1 record
Lily's Kitchen funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Lily's Kitchen M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Lily's Kitchen
What does Lily's Kitchen do?
Lily's Kitchen manufactures and sells premium natural pet food for dogs and cats, including wet food, dry food, treats, dental chews, and supplements. Products are made with proper meat, offal, and natural ingredients, with specialty options including grain-free, organic certified, novel protein, sensitive stomach, sensitive skin, vegan/vegetarian, and life-stage specific formulations (puppy/kitten, adult, senior). The company sells directly via its own e-commerce websites and through major UK supermarket retailers, and offers a recurring subscription service with 20% off.
Is Lily's Kitchen a public or private company?
Lily's Kitchen is a private company. It is classified as corporate owned and is currently operating.
When was Lily's Kitchen founded?
Lily's Kitchen was founded in 2008. It employs 101 to 250 people.
Where is Lily's Kitchen based?
Lily's Kitchen is headquartered in London, United Kingdom, in the Europe region.
How does Lily's Kitchen make money?
Two revenue lines are on record. Direct Product Sales are the primary driver. The others are subscription Service.
Who are Lily's Kitchen's main competitors?
Direct peers on record are Pooch & Mutt, Butternut Box and Barking Heads. Broad incumbents are Nestlé Purina, Hill's Pet Nutrition, Royal Canin and Mars Petcare. Emerging players are Wellness Pet Company and The Farmer's Dog. Symply Pet Food is listed as a regional player.
Does Lily's Kitchen have an API?
No public API is recorded for Lily's Kitchen.
What industry is Lily's Kitchen in?
Lily's Kitchen's product category is Premium Pet Food. Its primary akta.pro industry code is CRADAFAH, Natural/Organic & Limited-Ingredient Diets, with a secondary code of AFADAFAB, Wet & Canned Pet Food. Its NAICS code is 311111 and its SIC code is 2000.